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APP

Updated today

Client AUM

$10,900,000

Clients

76

Advisors

3

of 3 employees

About

Asset Planning and Protection LLC (APP) advises individual clients, including high‑net‑worth individuals, as well as pension and profit‑sharing plans, managing roughly $12.9 million across about 76 client relationships. The firm offers ongoing portfolio management with written Investment Policy Statements, pension consulting for employee benefit plans, one‑time financial planning, and advisory consulting services.

APP implements long‑term trading guided by a mix of analysis techniques—charting, fundamental, technical, cyclical, quantitative analysis, and modern portfolio theory—and typically seeks discretionary authority to execute the strategies outlined in each client’s Investment Policy Statement. The brochure also notes that some third‑party service providers APP uses incorporate artificial intelligence and machine learning, and the firm conducts periodic due diligence to address related data‑accuracy and security risks.

Notably, the firm’s principal is a licensed insurance agent and APP limits much of its advice to mutual funds and insurance products, including annuities, which creates potential commission conflicts that APP discloses and documents in client files. As a small, recently registered adviser, APP does not aggregate block trades and relies on institutional custody relationships (including Schwab Institutional) and associated services that may provide research or other soft‑dollar benefits.

Client services

Financial planning Portfolio management Pension consulting Consulting services

Expertise

Annuities

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Fee options

Percentage

$0 - $1,000,000: 1.25% $1,000,001+: 1.00%

Commissions

Insurance product commissions received by licensed insurance agent Miho Hatori.

Project-based

Financial planning services hourly fee between $150 and $500.

Other

Fee-only: Portfolio management fees, Pension consulting fees, Financial planning hourly fees, Consulting fixed fees.

Main office

1900 S. Norfolk St., Ste 350

San Mateo CA 94403

Advisors at this office

3

Most active in

California

Also doing business as

App · Asset Planning And Protection LLC

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Miho H

Series 63, Series 65

San Mateo, CA

APP

Miho Hatori is a financial advisor at Asset Planning and Protection LLC (APP) with 19 years of industry experience. She holds Series 63 and Series 65 licenses and previously worked at LPL Financial from 2013 to 2022. Hatori is also involved in non-variable insurance services through multiple insurance agencies. APP is a small independent registered investment adviser serving individual investors, including high-net-worth clients, and pension/profit-sharing plans. The firm provides portfolio management, financial planning, consulting, and pension plan services, employing a range of analytical methods and focusing on long-term investment strategies.

Annuities
user avatar

Noboru M

Series 66

San Mateo, CA

APP

Noboru Muto is a financial advisor at APP with seven years of industry experience. He holds a Series 66 designation and previously worked at firms including LPL Financial LLC and Cambridge Investment Research. Outside of finance, he has been the general manager of Hilldale Golf Club since 1986, overseeing golf course operations. APP advises individual and high-net-worth clients as well as pension and profit-sharing plans, managing approximately $12.9 million across 76 client relationships. The firm employs a long-term investment approach using a combination of analysis techniques and offers services such as ongoing portfolio management, financial planning, and pension consulting.

Annuities
user avatar

Naoya T

San Mateo, CA

APP

Naoya Takashita is a financial advisor at Asset Planning and Protection LLC (APP) with less than one year of industry experience. His prior work includes roles at Value Financial Holdings, Inc., Value Insurance Solutions, Inc., Value Agent, Inc., and Kanagawa Insurance Group, Inc. APP advises individual clients, including high-net-worth individuals, as well as pension and profit-sharing plans, managing approximately $12.9 million across about 76 client relationships. The firm combines multiple analysis techniques and uses discretionary authority to implement long-term trading strategies aligned with each client’s Investment Policy Statement.

Annuities
View complete list of advisors at this firm
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